The Weeknd Stars in Puma’s Brand New Tsugi Shinsei Campaign

Last week, Puma introduced to the world its latest set of kicks inspired by the streetwear game and technology, with a lookbook featuring Harlem rapper Dave East. Looking to continue the push of the all-new silhouette, today Puma releases the first images of its Run The Streets campaign featuring Puma's ambassador and creative collaborator, The Weeknd.

As part of Puma's spring 2017 lineup, the Tsugi Shinsei features a unique lacing concept for a progressive look and an extra comfort fit. Allowing consumers to easily pull the lacing along the lateral and medial side of the foot, the wearer is assured of the right fit through this adjustment system. The Tsugi Shinsei also features a sock construction, nylon padded tongue and textile vamp for an ultra-snug fit.

Puma injected their most innovative running cushioning technology, the Ignite Foam, into the new Tsugi range. Strategically placed under the foot-bed of each shoe, the Ignite offers ideal flexibility in the forefoot and cushioning in the heel for comfort. For the all-new TSUGI silhouette Puma took to the sensibilities and functionalities of Japanese design to perfect this iteration.

The Puma Tsugi Shinsei will release in two colorways, black and white, and will be available globally at select Puma retailers on Fri., April 21.

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